Chicago, IL – LoSasso Integrated Marketing, an independent marketing agency based in Chicago, is the recipient of two 2017 BMA B2 Awards for its creative and strategic work for the North American Association of Food Equipment Manufacturers (NAFEM) biennial tradeshow; The NAFEM Show 2017. The work won the top award in two categories: Integrated Marketing Communications Program and Website (design and function). The BMA B2 Awards recognize the top performing business-to-business marketers.
Since 1973, NAFEM has hosted The NAFEM Show, a premier tradeshow for foodservice equipment and supplies professionals to network, learn and cultivate business with more than 550 exhibiting member companies. They needed an agency to develop and implement an integrated marketing campaign to drive pre-show registration and increase attendance at the show taking place February 9 – 11, 2017. LoSasso was chosen as the agency after an RFP process.
“We knew that we could help NAFEM accomplish its goals and make the outcome of the 2017 show a success by utilizing some new creative and digital tactics,” says Scott LoSasso, President at LoSasso Integrated Marketing. “Both companies collaborated to create a great long-term strategic marketing and communications plan.”
The scope of the assignment included a 12-month strategic plan, creative messaging development, promotional collateral, website, trade advertising, media relations and social media. A mix of traditional and digital marketing channels were used for content distribution, advertising and promotion—allowing for a multi-channel delivery of effective, targeted and relevant communications.
LoSasso and NAFEM worked together to establish The NAFEM Show as a one-of-a-kind experience focused on commercial foodservice equipment and supplies. All marketing materials pointed to thenafemshow.org, a central place to find all information available about the show. The site offered industry professionals a rich content hub featuring show-related news and industry related content such as trend articles, inspiring case studies, downloadable buyer’s guides and more.
The efforts from both companies made The NAFEM Show 2017 the largest show in NAFEM history, with 598 exhibiting companies occupying 374,500 square feet of exhibit space (an increase of 10% in exhibiting companies and 14% in square footage). Overall show attendance including commercial foodservice equipment and supplies manufacturers, dealers/distributors, kitchen design/MAS consultants and foodservice operators in the commercial and non-commercial sectors was up by 11% from the 2015 show.
Integral to the strategic communications plan was measurability. LoSasso’s establishment of a consistent and systematic reporting process produced actionable insights for campaign optimization that will be used to benchmark programs for the 2019 NAFEM Show and beyond.
“We had a strong partnership with LoSasso throughout this entire process and the collective efforts of both of our teams made the 2017 show a success,” says Deirdre Flynn, Executive Vice President, NAFEM. “Their team took on the challenge and we were extremely satisfied with the results. We look forward to working together on The NAFEM Show 2019.”
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